Pre-Conference Workshop
Putting the Pieces Together - Planning, Product Development and Market Research
Wednesday 11/28, 8:30am-4:30pm

Instructors: Curt Cottle, Curt Cottle Consulting, South Carolina; and Berkeley Young, President of
Young Strategies, North Carolina.

The day will be split into four 90-minute sessions with half hour breaks and lunch on your own.

8:30am-10:00am Strategic Planning for Cultural Tourism - Curt Cottle
10:30am-12:00pm Product Development Part One - Curt Cottle
1:00pm-2:30pm Product Development Part Two - Curt Cottle
3:00pm-4:30pm Using Market Research Effectively - Berkeley Young

Innovation & the Art of Staying Ahead of the Curve - Glenn Kelman, President & CEO, Redfin
Thursday 11/29, 9:30-10:15am

Glenn Kelman is President & CEO of Redfin, the industry's first online brokerage for residential real estate, based in Seattle. Redfin identifies its core value as "consumer-driven innovation." The greater Seattle area has a proud tradition of being the home of global innovators and business leaders such as Microsoft, Amazon.com, Nordstrom, Starbucks, REI, Boeing, Costco, Expedia.com, Real Networks, Nintendo of America and Redfin. The travel industry faces change at a rapid pace. What can we learn from the business sector about how successful businesses and organizations anticipate their customer's needs - create a culture of innovation and stay on the leading edge of providing the services and products that their customers want?

KEYNOTE ADDRESS - Cari E. Guittard, Executive Director, Business for Diplomatic Action
The State of America's Reputation in the World – And How it Affects Tourism
Thursday 11/29, 10:30-11:15am

Cari Guittard, Executive Director of Business for Diplomatic Action, will share insights into the state of America's global reputation, what it means for the private sector, and discuss ways that travel, tourism and cultural organizations can engage on the issue.

This presentation offers a unique, intimate opportunity for tourism, business and non-profit leaders to learn and engage on the issue of America's declining global reputation, preview new private sector-led diplomacy initiatives, and find ways to engage their colleagues and communities on issues of World Citizenship and Citizen Diplomacy.

MOBILE WORKSHOP / LUNCH
Maritime Heritage and Lunch on Lake Union
Thursday 11/29, 11:30-2:30pm

In the grand tradition of CHTA conferences, we'll leave the classroom behind and take a first-hand look at how a destination can assert its identity through preservation of its history and heritage. Once the neglected home to Seattle's marine industry, Lake Union is now undergoing a major transformation into a thriving commercial, residential, and cultural district. The maritime heritage movement has become a significant force in shaping the future of the waterfront.

After a traditional Northwest luncheon at Ivar's famous Salmon House, we'll visit the working waterfront of South Lake Union. At the Center for Wooden Boats, we'll learn how visitors and community members alike can roll up their sleeves and experience Seattle on a deeper level through Native American canoe-carving, maritime history education, and sailing on historic vessels. The construction of the Lake Union Maritime Heritage Park will provide cohesion and context for the diverse activities on the waterfront. The 1922 steamship Virginia V, the last of the Puget Sound mosquito-fleet ferries and one of only two operating steam-powered, wooden hull passenger ships surviving in the United States today, will welcome us aboard. This meticulously-restored vessel has become one of the best-loved characters on Lake Union, and will show us how the preservation of historic resources can lead to increased visitation.

This mobile workshop will take place on a working waterfront that is undergoing construction. Please dress comfortably and appropriately for the weather, with walking shoes. We will be walking on gravel, uneven terrain, boats and maritime docks.

Technology Session - Todd Hattori
New Frontiers, Fads and Tipping Points: What's Right for your Communication Mix?
Thursday 11/29, 2:45-4:00pm

Around 1990, we experienced the Internet popularity explosion. From the Internet, new communication resources have emerged, including intranets, extranets, webcasts, wikis, blogs, podcasts...new social media. How have these "new frontiers" impacted your organizational and business practices? How did you assess the relevance of using technology - taking advantage of fads or optimizing "tipping points?" What is on the technology horizon and how will you decide if you will or will not ride the next great technology wave? During this interactive session, we will explore best practices in implementing and assessing new communication technologies. We will discuss

• Relevance or value of new communication technologies
• Best practices that can help us optimize effectiveness and minimize risk
• Continual assessment of communication value
• Emerging communication technology that can keep our communication tactics fresh

TECHNOLOGY SESSION - Annie Heckenberger
Getting in the Social Media Game: What is it and how is it being used to market the Arts?
Thursday 11/29, 4:15-5:00pm

Technology has changed the game for marketers. Wondering how you can leverage this new arena and better connect with consumers - all within budget?

Annie Heckenberger, Social Media Director for GPTMC, will speak about new social media tools available to connect with consumers and show how Greater Philadelphia Tourism Marketing Corporation has leveraged them to promote the arts, cultural events and the City of Philadelphia.

During this interactive session you’ll learn about case studies from Philadelphia and we will talk about:
• The tools in your social media toolbox
• Testing the waters with small pilot programs
• How to decide which tool is right for your organization

Changing Trends Affecting Cultural and Heritage Travel - Berkeley Young
Friday 11/30, 9:00-10:00am

Each year the team at Young Strategies and Randall Travel Marketing "boil down" the national travel research data and publish "The Top Ten Trends in Travel and Tourism." For over fifteen years this document has helped travel professionals do their own planning based on the emerging trends and changing behavior of the traveling public. In this session Berkeley Young will reveal how the national trends are showing increased demand for cultural and heritage product as long as the interpretation and experience are updated. Young is always entertaining so be prepared to laugh and take notes at the same time.

Putting Some Espresso in Your Advocacy - Randy Cohen
Making the Economic Case for the Arts
Friday 11/30, 10:15-11:15am

When community leaders fund the arts, they not only enhance our quality of life, but also invest in our economic well being. Economic impact is the most persuasive messages in leveraging public and private sector support for the arts - making the case in both lean and fruitful times. They establish the arts as an industry that supports jobs, generates government revenue, and is the cornerstone of tourism. Your ability to articulate this message and offer strategies that capitalize on these economic benefits strengthens the leadership position of the arts and may be the tipping point between increases and decreases in arts funding. In this lively session, you will learn how to localize these findings and put this potent advocacy and visibility tool to work for you.

Breakout Sessions in Product Development
Friday 11/30, 1:00-2:15pm

Product Development A:
Heritage Trails and Music
With panelists Alex T. Thomas, Heritage Trails Director, Mississippi Development Authority, Janice Marshall, Macon-Bibb County CVB, President/CEO, moderated by Curt Cottle, Consultant, South Carolina.

Alex Thomas will illustrate the Mississippi Development Authority’s approach to developing thematic trails for the state of Mississippi through the creation of the Mississippi Blues Trail. Known for its rich musical heritage, Mississippi is the "Birthplace of the Blues." This presentation will highlight the journey of working with small communities, federal grants, state agencies, and other partners to preserve and promote the heritage of this musical art form through a statewide trail project.

Janice Marshall will present a case study of how Macon, Georgia has dramatically increased visitation by repositioning itself as "The Song and Soul of the South". Through thematic product development, reigniting connections to its musical legacy, and working with festivals and events, Macon has re-invented its identity as a center for music heritage.

Product Development B:
Learning-Based Vacations and Voluntourism
With panelists Annette M. Schilling, Cultural & Heritage Tourism Director, North Dakota Department of Commerce, Tourism Division and Jill Osborn, Assistant Heritage Program Leader, U.S. Forest Service, moderated by Colleen Kalchthaler, Cultural Tourism Director, VisitPittsburgh

Today’s tourists are seeking fun learning experiences. Annette Schilling will present a case study of North Dakota's Learning Based Vacations program, which caters to groups or individuals looking to combine learning new skills with fun and adventure. Visitors are getting out of the buses and taking to North Dakota’s fields, kitchens or canoes. Learn how to create a fun, exciting and rewarding adventure to offer your state’s visitors.

Janice Marshall will illustrate the U.S. Forest Service's recognition of the public's fascination with archaeology and history, and the agency's shift to offering learning vacations and volunteerism. Passport in Time, a US Forest Service volunteer historic preservation program, has been hosting projects for volunteers for nearly 20 years. The popularity of this kind of opportunity is evident, but many organizations don't have the personnel, time, and funds necessary to host the projects. Both the public and the resources suffer as a consequence. She will speak to the cooperation between private tourism organizations and the agencies with historic preservation responsibilities as the only way that we will be able to provide Americans with the experiences they want, and at the same time take care of the resources we all love.

town hall discussion
I'm Sick of Buddy Holly, Smoke Stacks & Grunge
Friday 11/30, 2:30-3:30pm

Here’s our chance to come together for a fun, lively Town Hall-style brainstorming session. Every community has a history and an image, but sometimes, the common perception doesn’t match the reality of all that a destination can offer. We’ll be discussing strategies for overcoming tired, negative, or stereotypical images of your community through new product development, creative and effective marketing, re-embracing the past, and re-imagining the future. This session is all about participation, so please come prepared with your own stories, ideas, and questions!

Culinary Tourism Panel - with panelists Holly Mcfee, Robin Pollard, and Dan Taylor
The Terroir of Tourism
Friday 11/30, 3:45-4:45pm

Presenters: Holly Macfee, Director, Brand Strategy for Travel Oregon, Robin Pollard, Executive Director, Washington Wine Commission, & Dan Taylor, Chief Economic Development Officer, Prince Edward County, Ontario. Moderated by Barbara Steinfeld, Vice President, Tourism Sales, Portland Oregon Visitors Association.

Find out why culinary tourism is more than a passing fad. Getting to know a place through its cheese, nuts, pears, berries, beef, wine or beer resonates with visitors. States, cities and rural regions each benefit from increased tourism through local foods. Learn about successful programs from Oregon Bounty to Washington wines to Prince Edward County's Taste Trail. Feast on some great ideas and go home hungry for more!

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